Vice-president of wholesale, business development and partnerships at Orange UK Marc Overton said: "Orange Shots will transform mobile advertising as we know it. It's a win-win for brands, as well as our customers."

This is due to the fact that customers are expected to receive offers tailored to their interests and access to interactive content and exclusive deals.

Orange also recently announced a deal with Barclaycard to combine the two companies' technological capabilities.

As a result, a new cobranded credit card equipped with contactless technology can be tracked using text alerts on a weekly or monthly basis to remind users of their credit limit and outstanding card balance.